One of the most important things when it comes to recruitment  advertising is to realise that the quality of the advert itself is  the main criteria which determines success or failure. A badly  written recruitment advert will not only result in too many  unwanted applications, it will also waste time by encouraging  people to apply who are not actually qualified for your role. A  really badly constructed advert may even result in nobody applying  for the position at all.

After reading this article you will get an overview of the key  points for advertising and will be able to design a recruitment  advert which maximises the potential of your marketing.

There are three main elements to consider:

• Visual design - A good layout draws attention,  projects the company's image and personality, and creates interest  and recognition. Always use simple layouts, illustrations and  photos in your adverts. Make sure to use simple language and  especially avoid abbreviations in your advert. If you are using an  online advertising option be aware that the website will limit your  options here so the headline and text will be what needs to make  your advert stand out.

• Headline - The first question a candidate asks  of an advert is, "What's in it for me?" Good headlines and  subheadings serve to reinforce important points and emphasise  benefits. Imagine your most qualified candidate browsing through  job listings and think what would catch their interest.

• Body - Here you will need to provide job  details, other specific information and benefits that promote your  company in the advert. Describe the interview process fully. Be  concise and original about your company and what it does. Make sure  you mention any unique benefits or other positive aspects on  offer.

For the main body of your advert - the part which contains all the  actual information about the job and what you are offering - it's  important to consider the following:

• Be organized - arrange your copy of the advert  carefully. Don't mix messages such as requirements, job description  and contact information together. Use sub headings, bullets and  different type to clearly present the information and also to make  it easy for the readers to understand your message.

• Don't use complex language - Try to avoid  irrelevant information that will make your advert longer or  confusing. Use bullet points to make your advert easy to read.

• Give a proper company description - Explain  the products and services your organisation provides. Remember that  you are trying to market your organisation to potential employees  so always be positive and convey what makes your company an  attractive and good place to work.

• Use descriptive job titles - Be wary about  keeping rigidly to existing job titles, often it's helpful to have  the flexibility to change the job title so that it better fits with  the role and responsibilities. Be descriptive and creative about  what you are looking for so that qualified candidates don't see the  title as a barrier.

• Provide clear requirements and  responsibilities - By being clear you will eliminate  inquiries from unqualified candidates.

• Avoid asking for a specific number of year's  experience - This can create a barrier for potentially  qualified candidates. There may be some employees who lack the  years but who are still qualified for the job.

• Include the position's salary range - Most  candidates will look at the salary range of a job first. Adverts  that don't include wage information gather less attention from  serious job seekers.

• Highlight benefits - Describe what's in it for  the applicant. You don't have to outline the complete benefits  package, but the benefits can sometimes be a deciding factor when  it comes to recruiting highly qualified applicants.

• Make your message personal - Always make the  tone of your copy as friendly as possible. It is a good idea to  make your advert seem as if it is speaking directly to the job  seeker.

• Include clear contact information and  instructions - Be clear on how, when and where you'd like  to be contacted. Your contact details should be clearly mentioned  in case of any inquiries. If an applicant finds it difficult to  inquire about the position, they will most likely not apply.

By following these simple steps you will be able to ensure you  design compelling recruitment adverts which generate a wide  response from qualified candidates.